New research from CallMiner suggests that while organisations across Europe are increasing their use of AI in CX, many are still developing the governance frameworks needed to support adoption at scale.
The study, conducted by independent research firm Vanson Bourne, surveyed 200 senior CX, contact centre, compliance, risk, governance, security, and data protection leaders across Western and Central Europe.
The findings show that pressure to expand AI usage is widespread, with 99% of respondents saying they are under pressure to scale AI in CX. However, only 38% said they have a clear and well-defined AI governance approach in place.
According to the research, 59% of organisations are scaling AI quickly, while just 39% believe compliance efforts are keeping pace.
Seven in ten respondents (70%) said speed of AI adoption is often prioritised over compliance requirements, despite 94% agreeing that AI should be applied intelligently rather than simply deployed quickly.
Commenting on the findings, Frank Sherlock, VP of International at CallMiner, said:
“European organisations are moving quickly to realise the benefits of AI, but speed alone is no longer enough.
As AI becomes more embedded in customer interactions, organisations need confidence that it’s delivering the right outcomes consistently, fairly, and compliantly.
Without visibility into how AI is performing in real customer conversations, leaders risk creating blind spots that undermine trust and expose new CX and compliance risks.”
The research also highlighted challenges associated with deploying AI across multilingual customer environments.
While 96% of organisations reported using AI across multiple languages, 64% said operating AI in multilingual environments remains a major challenge.
Trust emerged as a key factor influencing future AI adoption. More than seven in ten respondents said employee confidence (72%) and customer willingness to engage with AI-powered interactions (71%) directly influence how quickly AI can be adopted.
When asked what drives customer trust in AI, respondents identified accuracy and consistency (70%) as the most important factors, followed by transparency and explainability (57%) and data protection (47%). In addition, 87% said they have strong or very strong trust in AI when it operates with human oversight.
The report also found that many organisations are still working to implement governance controls. While regulations such as GDPR and the EU AI Act are shaping expectations around transparency and accountability, only 38% of respondents said they have a clearly defined governance framework in place.
As organisations look to address these challenges, many are turning to external technology providers for support. The research found that 71% believe external AI vendors help accelerate adoption, while 66% said they trust external partners more than internal solutions to help maintain compliance as regulations evolve.
Sherlock added:
“For European organisations, the opportunity to lead in AI is still very real.
But leadership will belong to those that pair innovation with visibility and governance, so they can scale AI across markets and languages without sacrificing trust, fairness, or control.”
The findings suggest that while AI adoption in CX continues to accelerate, many organisations are focusing increasingly on governance, transparency, and trust as deployment expands across customer-facing operations.
You can download a copy of the report here.
For more information about CallMiner - visit the CallMiner Website
About CallMiner
CallMiner, the leader in CX automation, combines AI agents and human expertise to optimise interactions, cut costs, and boost engagement. Advanced analytics transform conversations into intelligence that drives improvements and automation for global brands. Find out more about CallMiner
Author: Hannah Swankie
Reviewed by: Jo Robinson
Published On: 15th Jun 2026
Read more about - Latest News, CallMiner
